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Product Design: Techniques in Reverse Engineering and New Product Development
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From the Inside Flap
Preface Product Design presents an in-depth study of structured design processes and methods. In general, we have found that the exercise of a structured design process has many benefits in education and industry. On the industrial side, a structured design process is mandatory to effectively decide what projects to bring to market, schedule this development pipeline in a changing uncertain world, and effectively create robust delightful products. On the educational side, the benefits of using structured design methods include concrete experiences with hands-on products, applications of contemporary technologies, realistic and fruitful applications of applied mathematics and scientific principles, studies of systematic experimentation, exploration of the boundaries of design methodology, and decision making for real product development. These results have proven true whether at the sophomore introductory level with students of limited practice, or at the advanced graduate student level with students having years of practical design experience. Based on these observations, this book is intended for undergraduate, graduate, and practicing engineers. Chapter 1 of the book discusses the foundation material of product design, including our philosophy for learning and implementing product design methods. Each subsequent chapter then includes both basic and advanced techniques for particular phases of product development. Depending on the background of the reader, these methods may be understood at a rudimentary level or at a level that pushes the current frontiers of product design. Historically, this work grew out of a partnership effort between the authors, while we were both teaching product development courses and carrying out research in mechanical design. We both share similar philosophies on design, teaching, and research. Having each developed new methods in design, we were interested in transferring these and others' methods into practice. We also strongly wanted to bring the excitement of the real world, both in physics and the marketplace, to the design classroom. A fundamental premise of our teaching approach is that reverse engineering and teardowns offer a better paradigm for design instruction, permitting a modern learning cycle of experience, hypothesis, understanding, and then execution. Design instruction is no different than other domains; to learn design one should both follow this learning cycle and DO design. Reverse engineering and teardowns permit us to achieve this combined goal. We begin with a concrete product in our hands, seeing how others have designed products well, rather than rushing straight to the execution stage. With this in mind, we both independently set out to teach and successfully apply advanced methods, such as customer needs analysis, functional modeling, optimization, and designed experiments on real products. We quickly started sharing experiences, what worked and what did not, and progressively began to string together a series of techniques and that fit naturally together. When one of us had a success, we would brag to the other, or when something failed, we'd lament together. After a bit of systematic testing, we developed the methodology presented in this book, which has proved remarkably robust when applied. We would like to extend our special thanks to the many persons who directly contributed to this book. These include John Baker, Joseph Beaman, Geoffrey Boothroyd, Ilene Busch-Vishniac, Jim Claypool, Richard Crawford, David Cutherell, Michael Fang, Conger Gable, Javier Gonzales- Zugasti, Matthew Haggerty, Nicholas Hirschi, Maurice Holmes, Jerry Jackson, Jerry Jones, Jennie Kwo, Doug Lefever, Aaron Little, Michael Manente, Robert Matulka, Dan McAdams, David Meeker, Jon Miller, Steve Moore, Jeff Norrell, Caroline Pan, Erick Rios, David Roggenkamp, JoRuetta Roberson, Phil Schmidt, Stephen Shiner, R. S. Srinivasan, Robert Stone, Carlos Tapia, David Wallace, Joe Wysocki, Janet Yu, and Erik Zamirowski. Without their intellectual help, this book wound not be. Many others have sparked our thoughts and inspired us in many ways. These persons include Erik Antonsson, Wolfgang Beitz, Joe Bezdek, Bert Bras, Jonathon Cagan, Uichung Cho, Chin-Seng Chu, Don Clausing, Jim Coles, Ray Corvair, Michael Cusumano, Jack Dixon, John Elder, Steven Eppinger, Rolf Faste, Woodie Flowers, Mark Foohey, Chee-Seng Foong, Douglas Hart, John Hauser, Chester Hearn, Alberto Hernandez, Steve Hoover, Kos Ishii, Gerry Johnson, Nathan Kane, Paul Koeneman, Sridhar Kota, Bill Maddox, Spencer Magleby, David Masser, Ryan Ratliff, David Rosen, Bernard Roth, Warren Seering, Jami Shah, Sheri Sheppard, Alexander Slocum, George Stiny, David Thompson, Irem Turner, David Ullman, Bill Weldon, Daniel Whitney, Joseph Wieck, Doug Wilde, and Rick Zayed. We would like to thank the many persons, companies, and organizations that contributed case studies, important data, and funding that make the examples real world. These include A.T.&T. Corp., W E. Bassett Co., Design Edge Inc., Desktop Manufacturing Co., Digital Equipment Corporation, Eastman Kodak Co., Ford Motor Co., MIT Bernard Gordon - Curriculum Development Fund, June and Gene Gillis, General Electric Inc., International Business Machines Corp., Keurig Inc., Microsoft Corporation, NASA Jet Propulsion Laboratory, National Science Foundation, Robert Noyce, Pre Associates, Product Genesis Inc., Polaroid Corporation, Raychem Corp., Raytheon Corp., Texas Instruments Inc., Verein Deutches Ingineur, and the Xerox Corp. We would especially like to thank MIT's Bernard Cordon Curriculum Development Fund and to the NSF Center for Innovation in Product Development at MIT, which provided necessary funds to make this book possible. More importantly, the supportive, dynamic and perceptive environment of academic faculty, students, staff and industrial researchers at MIT's Center for Innovation in Product Development cannot be understated, they have made many insights possible. Warren Seering in particular is a great help; he cannot be sufficiently thanked for his vision, insight, advice, and outright help in working in product development. We would also like to thank the colleagues who reviewed early drafts of the book and provided constructive criticisms. A special group of early reviewers are the faculty of the United States Air Force Academy, Engineering Mechanics Department, including Col. Cary Fisher, Dr. Dan Jensen, Maj. John Wood, Capt. Michael Murphy, and Maj. Mark Nowak. We appreciate their assistance in implementing the material in their courses during Dr. Wood's sabbatical. They truly tested, twisted, shaped, and criticized the material at the most fundamental of levels. Many others have contributed to the organization and form of the book. In particular, the authors wish to thank Neal Blumhagen, who created the cover artwork and a number of hand drawings in the text. Ann Weeks, artist, Erik Zumalt, digital artist, Michael Young, media coordinator, and Sicily Dickenson, director of the UT Instructional Media Lab, contributed wonderfully to the numerous illustrations and photographs in the book. Finally, Laurie Wood contributed her creativity to a number of the illustrations.Kevin Otto Kristin Wood
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From the Back Cover
Product Design presents an in-depth study of structured designed processes and methods. Fundamental approach is that reverse engineering and teardowns offer a new better paradigm for design instruction, permitting a modern learning cycle of experience, hypothesis, understanding, and then execution. For practicing engineers interested in learning about mechanical design. FEATURES/BENEFITS Fundamental approach is that reverse engineering and teardowns offer a new better paradigm for design instruction, permitting a modern learning cycle of experience, hypothesis, understanding, and then execution. Concrete experiences with hands-on products. Applications of contemporary technologies. Studies of systematic experimentation. Exploration of the boundaries of design methodology. Decision making for real product development. Discusses the foundation material of product design, including a philosophy for learning and implementing product design methods. Each chapter includes both basic and advanced techniques for particular phases of product development.
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Product details
Paperback: 1104 pages
Publisher: Pearson; 1 edition (December 8, 2000)
Language: English
ISBN-10: 0130212717
ISBN-13: 978-0130212719
Product Dimensions:
7 x 2.2 x 9.1 inches
Shipping Weight: 3.8 pounds (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
13 customer reviews
Amazon Best Sellers Rank:
#768,587 in Books (See Top 100 in Books)
Typically a graduate coming from a university is expected to work on product development. However, engineering institutions typically do not teach full product design cycle and associated concepts which can prepare these engineers for developing a product using some proven techniques. Even knowing the options in various tools and technique is lacking sometimes. This book is a master piece and answer to those questions. At first it looks like a reverse engineering book but it contains range of novel treatments from NPD perspective. The book is organized in 19 chapters of high value concepts in regard to contemporary product design processes and tools.Not in congruence with its title, book covers a great deal of team formation aspect in detail and also provides insight on various personality types which composes the teams. Chapter 4 covers use of various tools like affinity diagram to prioritize customer needs. The book goes onto establish the knowledge base on how to convert customer needs into product function using techniques of activity diagram and function structures. Great deal is covered on process of benchmarking usually not available in other books to precise details. Use of house of quality is highlight of this treatment in context of product design. The chapters on developing product architectures, generating concepts and selecting best concepts has been explained with some of the superb examples.Engineering professionals will find real good value out of DFX chapters which pertains to design for manufacturing, design for assembly, and design for environment and design for robustness / reliability. The most valuable understanding which I got from this book is - looking at solution from analytical and numerical modeling perspective.Written by Otto and wood of MIT and University of Texas respectively, the book is a masterpiece of engineering education as practiced in actual companies. The book is must read by product development professionals and provides the needed practical aspect and issues of product development. There is only one chapter on reverse engineering, more appropriately the book should be called as new product development book.
This is the book those of us teaching product design in universities have been waiting for. I can't think of any area of product design and development that Otto and Wood haven't covered, and in real depth. I teach a course in product design at Ohio State, and this will be the book we'll use from now on. I especially appreciate the extensive references, and the emphasis placed on looking at real products to learn how to design better products. The chapter on product architecture is really a godsend - these are concepts that most engineering students don't run into in the standard curriculum, but they're crucial to sound product development. In short, an amazingly useful book, and one that will certainly be around for a long time to come.
Will use it all the time
This is now my second copy of this book. I want one at home and one at work.This book is my muse. I keep it within arm's reach on my desk. It's my first go-to reference.I used it on a daily basis as I was writing my dissertation. I recommend it to anyone who is working in product development: all the steps of the process are addressed. Follow the process to get a rigorous solution to your PD needs.A few years ago, I was at a meeting where Kris Wood was speaking. I brought in my copy and had him autograph it.I would like to see a new revision that uses updated products instead of the products from the 80s and 90s that my current students never experienced. Kevin! Kris! I'll help. When can we start on the refresh?
I have used the text in a graduate design course at the University of Texas at Austin. This is a great book for engineers and engineering students who seek an understanding of proper design fundamentals and useful design tools. Emphasis throughout the book is placed on application of systematic and repeatable methods as opposed to ad hoc approaches. The book reads well and has sufficient depth for those interested in more than an overview of what design is about.
I am a long-time NPD practioner and have supported teams on developing and launching products from diagnostic instruments to cell phones to heavy constructin equipment to jet engines.I first came across Otto and Wood while supporting DFSS teams at Ford where they proved themselves to me. Otto and Wood have a solid, book that takes the reader through the launch / commercialization steps from the "S-Curve" of product evolution discussed by Christensen's Disruptive Innovation to Capturing the Voice-of-the-Customer to Function Analysis through Product Architecture and Robust Design / Taguchi Experimentation.A solid resource if you are a serious NPD practicioner whether on the product managment or engineering side.However, I do wish the editors has done a better job. The book has sections which are easily-to-read, topics well articulated and easy to understand while other sections are unnecessarily dense and while the content is in the book, it must be extracted with tweezers and dental picks.Still, overall worth the read and effort.
Great reference text. Only reason it's not a five star is at times it lacks detail. It has a lot of content but at times seems to be trying to cover too much at once. Therefore it's a great single book to have, but if you want detail look else where to start your collection
it's a text book. buy it. use it. resell it.
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